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BizReport : Research archives : April 10, 2007

"Visits Per Visitor" changes web-rankings

The new visits metric from comScore is beginning to distinguish return visitors from one-time visitors. This, in turn, is changing how long-time online favorites look to the online audience.

by Kristina Knight

According to a new comScore report, Asian sites are actually leading the online race for return visitors. Following the "visits per visitor" metric, the leading online sites are NHN Corporation with 33 visits per visitor and TENCENT Inc. with 31 visits per visitor. ranked third with 29 visits per visitor and Google, perennial number one for unique visitors, ranked fourth for visits per visitor with 24. Rounding out the top five was Microsoft with 22 visits per visitor.

The difference between returning visitors and unique visitors is astounding. By ranking according to returning visitors, Microsoft and Google led the pack with 739 million and 507 million respectively. The leading sites for visits per visitors didn't show up in the top ten. In fact, TENCENT Inc. had the highest ranking for unique visitors at 21.

What does this mean for marketers?

It is clear that though many more people may hit a site once during a ranking period, more visitors are returning to their favorite online hangouts. Rather than advertising only on the most visited websites, marketers would be smart to spread the wealth, so to speak, and also advertise on sites that have high rates of return visitors.

Tags: advertising metrics, Google, online advertising

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  • I agree with the writer , this must be a key indicator as how well a site is performing , not to mention the quality of key people managing their web presence .



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